ad and culture.pptVIP

Advertising and culture What is culture? Culture is a complex whole which includes knowledge, beliefs, art, morals,law, and any other capabilities and habits acquired by individuals as members of a society. E.B.Taylor,1871,an anthropologist of Britain What is advertising? 广告在人们的观念中是指“广而告之”或“广泛告知”。 著名的美国市场营销协会 即ＡＭＡ 给广告下了这样的定义:Advertising is the non-personal communication of information usually paid for , usually persuasive in nature about products, services or ideas by identified sponsor through the various media. 根据我国《经济大辞典》,狭义的广告是指各种媒介向用户或消费者宣传商品或劳务,以促进销售或扩大服务的手段。 广告的目的很多,美国广告协会 ＡＮＡ 把广告的目的归纳为:认识、理解、说服、行动 awareness,comprehension,conviction and action Relationship between ad and culture Advertising is not only a marketing tool but also a social actor and culture artifact. As a social actor, advertising stages “a powerful social drama” that transforms symbols and ideas, and bonds together images of individuals and products. As a cultural artifact, advertising serves as a mirror for “deeper cultural tendencies”, reflecting certain attitudes ,behaviors and values, and reinforcing certain lifestyles and philosophies that help sell commodies. 1.Authority VS Practicality Chinese people worship the authority,they think that the advertising authenticated are more believable. But western people pay much attention to the practical results. Eg : ……牙膏——全国牙防组唯一认证的中药药膏。“唯一认证”，牙齿健康更具有保证 keep tubes tidy save paste and avoid waste。（Toothpastes）牙膏用到最后时难以挤出牙膏，让牙膏皮干干净净，不浪费一点。 ２.Collectivism VS Individualism Chinese people have the strong view on value “home” and “relative sentiments”. While western people emphasize cultural value “individual” or “individualism”, and often take them as selling appeals. Eg : 孔府家酒，叫人想家！ I could not believe it ，until I tries it ！I am impressed ！I am really impressed . 3. Solemnity VS H umour Chinese pay more attantion to the function of products,which inflects in the solemn ad language.while western people like the relaxing life,so the ad language is